Strategic Communications & Personal Branding

Transcription

1 Strategic Communications & Personal Branding UTSA / CITE October 2, 2009

2 About PR guy for 25 years Social Media for the last 4 years Blogger with... 4 blogs Journalist... contributing columnist Express-News Content producer

3 When I went to college No PC - we used a typewriter Research was done the Library No Internet No iphone or wireless devices No digital camera Social Media did not exist

4 Today You can launch a company Gain global media coverage Create online communities Connect with potential business partners Create deal flow Get funded Build a company from your dorm or apt.

5 Today Introduce the mind-set of strategic communications - w/focus on PR - into your start-up Address social media into how it could impact your start-up Discuss personal branding in helping your start-up or your first job out of school

6 The Basics Have a focused and current message Have an online press kit Write to and for your audience(s) Give yourself six months to see it work

7 Typical Start-Up Short on resources Lack of funding for PR and Marketing Focused on engineering Assumes that the world will find us...

8 You Need To... Have the right message the right people the right media outlets be persistent with outreach

9 Perceptions of Doing PR You have to know someone be an advertiser do a press tour

10 Process Strategy Messaging Planning & Programming Execution

11 Do Your Homework... Communications audit... your space your competitors companies you want to be like

12 Messaging Rules Be clear Be concise Tell the truth Back up your claims Differentiate from your competitors Disrupt their communications strategy

13 Messaging Use 3-5 key messages throughout Make them concise Make it memorable Make sure everyone in the company buys into the messaging

14 Communications Matrix Analysis Characteristic Competitor X Competitor Y Competitor Z Message(s) Position Differentiator Coverage

15 Press Kit Folder Backgrounders FAQ Management Backgrounder Press Release(s) Application stories

16 Basics of Media Relations Ask your customers/partners what they read Read the media and see what they write and about who Scan the blogosphere and join the conversation

17 Recap Have a focused and current message Have a current and focused list of contacts Write to targeted media Give yourself six months to make it work Focus on a few wins Embrace social media

18 The Social Web

19 Two Core Principles #1. Does not substitute traditional PR; complements and becomes part of your overall communications strategy #2. Must tie to messaging, strategy, metrics, business goals, etc end result is that you should combine PR / Social Web to elevate communications strategies and get measurable results

20 The Social Web: how do your customers / partners / stakeholders / media, etc socialize in relation to your company on the Internet

21 Going to the Social Web Complements PR efforts Gives your company or management a human voice Impacts search results Lets you be found

22 static VS. active Web Site Brochures Press Releases Trade Show Booth

23 How I ve used the power of social web to get media coverage, gain credibility and demonstrate thought leadership as a proactive consumer of AT&T s three screen service offering

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25 trade business/financial broadcast radio

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27 YouTube -great way to pitch the media

28 Re-purposing content... Industry leaders demonstrate N-trig technology

29 Industry leaders demonstrate N-trig applications & product differentiation

30 How To: How I watch Internet TV - U-verse and Internet TV

31 Building an Eco-System Through Member Participation

32 Thought leadership in VoIP Security

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34 Part II Personal Branding...

35 Branding YOU Your brand is your best personal resume If you understand the power of personal branding it will help you get a better job when you finish school Branding really shows who you really are

36 How I am branding Alan Social Networks Blogging Journalism Self PR I m a mini broadcasting network Photography Videos

37 My brand qualities Expert in PR / Social Media Focus on technology Connected in Israel Track record Having fun Music stuff Human / Real

38 What about you? Student leader Innovator Collaborator First mover Entrepreneur Community builder

39 I tweet, engage in conversation, give away information follow

40 My business blog demonstrates expertise and helps clients and projects I am involved in be found

41 Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom

42 Facebook connects me to friends & business associates in the U.S. and Israel

43 LinkedIn - business focused social networking in the U.S. and Israel

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45 Flickr photos...i always carry my camera when I travel for fun or business

46 Monthly columnist for San Antonio Express-News covering AT&T and Social Media

47 I do interviews / reviews over at Redbone Guitar Boutique

48 B.B. King, Tom Petty, The Who in Concert

49 My Conversations Series with San Antonio s Social Media Superstars

50 Branding You! Join a few networks Determine what you want to communicate about yourself Make sure you have an up to date photo If you are on social networks, make sure you have an up to date profile

51 Be aware You are what you post... got shit-faced last night at Fiesta going to Mexico this weekend to... Prof. Smith is an ass-hole looking to buy term paper on...

52 Contact Alan Weinkrantz Twitter FaceBook, LinkedIn too!

53 Copy of presentation online today: alanweinkrantz.com Slideshare.net copy and share with others this is just what I believe and seems to work your mileage may vary

54 Thank You 2009